摘要
摘要
随着全球化经济时代的到来，我国放宽了金融市场的准入条件，同时逐步放
低了银行业的进入门槛，允许越来越多的民间资本进入银行业。如今，我国的金
融市场被各大股份制商业银行、外资银行、证券公司、大型金融公司、新兴的地
方性城市商业银行等不断瓜分，各商业银行在目前竞争日益激烈的市场中承受着
巨大的生存压力。同时，在技术快速进步、网络迅速发展的大背景之下，促进了
以“微信”、“支付宝”为首互联网金融快速发展，对银行的传统业务造成了极
大冲击，互联网金融产品使得各商业银行的市场份额逐渐被挤压，利润急剧下降。
此外，随着经济和社会的发展，人们的收入大幅度提升，生活理念和消费理念也
随之改变，消费者开始注重企业所提供的服务质量，追求更具有针对性和个性化
多样化的服务，服务质量的提高有助于企业获得更大的竞争优势。然而，随着金
融市场同行业的竞争加剧，各家商业银行相互模仿，推出的金融产品大同小异，
产品同一化现象严重，提供的服务也越来越同质化，同业竞争压力增大，导致
BJL支行的营销成本无形增加，使得ZX银行BJL支行面临着严峻的形势，担负
着更大的营销压力。由于市场份额不断被抢占的情形愈演愈烈，各家商业银行不
禁开始反思，除了产品以外，优质的服务也可以给企业带来巨大的利润，于是多
家银行逐渐向服务营销进行转型。因此，ZX银行BJL支行要想保持经营业绩并
有所提升，从同业中脱颖而出，就必须及时做出改变。
首先，本文针对昆明市场，通过发放问卷的方式开展市场调查，回收了225
份有效问卷，对回收的问卷数据进行了统计和分析，并结合BJL支行的服务营销
现状和7Ps营销组合理论，总结出该支行目前服务营销存在的问题，主要包括：
一是金融产品种类不够丰富，产品同质化程度较高；个性化服务项目单一且不具
特色，且在不同时期主推的金融产品无法满足客户需求。二是金融产品的利率和
定价起点不合理，理财等产品针对不同客户群体的定价方式以及价格水平不具有
竞争优势。三是促销活动的开展形式传统单一，赠送的促销礼品无法吸引客户；
促销途径不全面，仅在储蓄卡和信用卡等传统优势产品开展促销，贷款以及财富
类业务开展的促销活动较少。四是人员岗位分配不合理，员工办理业务效率低下；
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摘要
员工总体的专业能力和业务水平不达标，业务素质参差不齐。五是客户对于支行
处理投诉事件的满意度较低，投诉服务流程繁琐复杂；支行对客户关系维护不到
位，贵宾客户和私行客户的服务流程不完善，导致客户粘性不强，贵宾客户和私
行客户流失率较高。
其次，本文针对BJL支行服务营销现存的问题，结合7Ps营销组合理论，提
出相对应的服务营销优化策略，主要包括：创新和完善金融产品种类，减轻产品
同质化现象；推出特色化服务，及时改进主推的金融产品；完善差别化定价策略，
提升价格竞争优势；优化促销模式；有效拓宽促销途径；合理分配岗位职责，提
高员工业务办理效率；加强员工专业化培训，提升员工的综合能力；降低客户投
诉率，简化投诉服务流程；优化大客户服务流程，做好客户关系维护。
最后，对全文进行总结，概括出研究结论，指出本文研究的不足之处，并对
未来提出了研究展望。希望本文既可以为ZX银行BJL支行提供指导和支持，又
可以为同业在营销策略的选择和实施上提供借鉴。
关键词：商业银行；服务营销；营销策略
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Abstract
ABSTRACT
With the advent of the era of global economy, China has relaxed the access
conditions of the financial market, gradually lowered the entry threshold of the
banking industry, and allowed more and more private capital to enter the banking
industry. Nowadays, China's financial market is constantly divided up by major
joint-stock commercial banks, foreign banks, securities companies, large financial
companies and emerging local urban commercial banks. Commercial banks are under
great pressure to survive in the increasingly competitive market. At the same time,
under the background of rapid technological progress and rapid development of the
Internet, the rapid development of Internet finance, led by WeChat and Alipay, has
greatly impacted traditional banking business. Internet financial products have
gradually squeezed market share of commercial banks, and profits have dropped
sharply. In addition, with the development of economy and society, people's income
has increased significantly, and their life concept and consumption concept have also
changed. Consumers begin to pay attention to the service quality provided by
enterprises and pursue more targeted, personalized and diversified services. The
improvement of service quality will help enterprises obtain greater competitive
advantage. However, with the intensification of competition in the same industry in
the financial market, commercial banks imitate each other, launch similar financial
products, the phenomenon of product identity is serious, the services provided are
becoming more and more homogeneous, and the pressure of horizontal competition
increases, resulting in an invisible increase in the marketing cost of BJL sub branch,
which makes BJL sub branch of ZX bank face a severe situation and shoulder greater
marketing pressure. Due to the increasingly fierce situation that the market share is
continuously occupied, commercial banks can not help but start to reflect that in
addition to products, high-quality services can also bring huge profits to enterprises,
so many banks gradually transform to service marketing. Therefore, if ZX bank BJL
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